Marketing and retailing strategies for jewellery brands in the age of Instagram and social networks: this is the theme of the event organized by Tarì Goldsmith Center and Club degli Orafi Italia, Saturday May 13th in Marcianise.
Two days from now, Saturday, May 13th, many protagonists of the Italian high-end jewellery industry will meet at the Tarì Goldsmith Center of Marcianise (Caserta) for the event “Insieme per crescere” (“Together to grow”): a full day of workshops and seminars (from 11 to 16,30) organized by the Club degli Orafi, an independent association that brings together the most important companies of the Italian gold jewellery industry. We exchanged a few words with Raffaele Ciardulli, Luxury Expert; Coach, Trainer & Marketing Consultant. He will host some of the seminars, focusing on online marketing strategies and customer experience tips for the jewellery retailers and brands. More info on the event: www.clubdegliorafi.org
This event is the continuation of a cycle of seminars started in September by the Club degli Orafi to educate jewelers, retailers and producers on new perspectives and scenarios that characterize the globalised market of jewelry. In your opinion, has progress been made in this regard in these months? Talking about the “famous” SMEs that represent the Italian excellence in the jewelry sector, are they finally facing this new market in a proactive way, also thanks to your efforts?
Saturday’s event was conceived by President Gabriele Aprea to put excellence together, to overcome old business schemes, to develop synergetic strategies. In the end, it was created by the decisive desire to keep alive the insight on which the Club degli Orafi was founded – the absolute necessity to harmonize all the elements that form the value chain of the goldsmith market: large and small brands, producers, wholesalers, distributors, communicators, international organisations. This very goal has made an agreement between the Club degli Orafi and International Exhibition Group possible. This will has now met with another important organisation that has always based its strength on the capacity to create synergies and blend competences: the Tarì held by President Vincenzo Gamboa. This is how the event “Insieme per crescere” (“Together to grow”) was born. An event in which the themes of the culture of craft and of business culture, which have also characterised the seminars that started last September, are again protagonists for an intense and business-oriented day.
Have the meetings of last September proved to be effective?
Definitely. In fact, many retailers are already strengthening their digital presence, online and on social networks. The seminars have already helped to create a consistent awareness of the centrality of the emotional experience sought by the client, and this is already influencing the entrepreneurial choices of the participants.
What are the crucial points that will be touched during the day of work organised at the Tarì, and how can the operators of the sector make good use to gain in competitiveness?
Maybe one is enough: courage. The courage to ask the right questions and build on the answers. Dare to look in the face of reality and continue to believe in ourselves and in our trades. The courage to act with absolute professionalism on an important arena like the one of digital communications. The courage to change, overcoming patterns and schemes that belong to the past. The courage to open up and seek synergies.
Do you already have future plans to further develop the themes that you will cover on Saturday?
After the event, the Club degli Orafi will put in place new training courses destined to support its members. The meeting will also allow some distributors to launch their own action plan to accelerate on the road to a change. In the end, as Ralph Nader said, if we refuse to deal with the change in first person, then the change itself will eventually deal with us.